A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. Foreword by Davenport Preface Acknowledgments Chapter 1: Welcome to the Future Welcome to Autonomic Marketing Welcome to Artificial Intelligence for Marketers Whom Is This Book For? The Bright, Bright Future Is AI So Great If It s So Expensive? What s All This AI Then? The AI Umbrella The Machine that Learns Are We There Yet? AI-Pocalypse Machine Learning s Biggest Roadblock Machine Learning s Greatest Asset Are We Really Calculable? Chapter 2: Introduction to Machine Learning Three Reasons Data Scientists Should Read This Chapter Every Reason Marketing Professionals Should Read This Chapter We Think We re So Smart Define Your Terms All Models Are Wrong Useful Models Too Much to Think About Machines Are Big Babies Where Machines Shine Strong versus Weak AI The Right Tool for the Right Job Make Up Your Mind One Algorithm to Rule Them All? Accepting Randomness Which Tech Is Best? For the More Statistically Minded What Did We Learn? Chapter 3: Solving the Marketing Problem One-to-One Marketing One-to-Many Advertising The Four Ps What Keeps a Marketing Professional Awake? The Customer Journey We Will Never Really Know How Do I Connect? Let Me Count the Ways Why Do I Connect? Branding Market Mix Modeling (MMM) Econometrics Customer Lifetime Value One-to-One Marketing The MemeSeat-of the-Pants Marketing Marketing in a Nutshell What Seems to Be the Problem? Chapter 4: Using AI to Get Their Attention Market Research: Whom Are We After? Marketplace Segmentation Raising Awareness Social Media Engagement In Real Life The B2B World Chapter 5: Using AI to Persuade The In-store Experience The On-site Experience Web Analytics Merchandising Closing the Deal Back to the Beginning: Attribution Chapter 6: Using AI for Retention Growing Customer Expectations Retention and Churn Many Unhappy Returns Voice of the Customer Customer Service Predictive Customer Service Chapter 7: The AI Marketing Platform Supplemental AI Marketing Tools from Scratch A Word about Watson Building Your Own Chapter 8: Where Machines Fail A Hammer Is Not a Carpenter Machine Mistakes Human Mistakes The Ethics of AI Solution? What Machines Haven t Learned Yet Chapter 9: Your Strategic Role Onboarding AI Getting Started, Looking Forward AI to Leverage Humans Collaboration at Work Your Role as Manager Know Your Place AI for Best Practices Chapter 10: Mentoring the Machine How to Train a Dragon What Problem Are You Trying to Solve? What Makes a Good Hypothesis? The Human Advantage Chapter 11: What Tomorrow May Bring The Path to the Future Machine, Train Thyself Intellectual Capacity as a Service Data as a Competitive Advantage How Far Will Machines Go? Your Bot Is Your Brand My AI Will Call Your AI Computing Tomorrow About the Author Index